German consumers increasingly value sustainable packaging

German consumers are showing a stronger willingness to pay more for products with sustainable packaging, according to a new study from strategy consultancy Simon-Kucher. The research found that 60% of consumers are prepared to pay a premium, representing an increase of six percentage points compared with the previous year.

Despite this growing interest, the acceptable premium remains relatively limited for many shoppers. Around 30% of respondents said they would be willing to pay no more than 5% extra, highlighting the need for brands to balance sustainability improvements with affordability.

Younger consumers lead willingness to pay

The study identified a clear generational divide. Among consumers under the age of 25, 83% said they would pay more for products with sustainable packaging. By comparison, 51% of consumers aged 54 and over expressed the same willingness.

The widening gap between age groups creates new challenges for packaging and pricing strategies. Manufacturers may need to adapt communication depending on target demographics, particularly when sustainable materials or formats lead to higher product costs.

Consumers look for visible signs of sustainability

The research also explored how consumers determine whether packaging is sustainable. Nearly half of respondents, 49%, said they associate sustainability with using less packaging material, making material reduction one of the strongest signals.

Clear recycling instructions were also identified as an important factor. Official environmental labels were considered relevant by 26% of respondents, while 12% said they find it difficult to recognise whether packaging is genuinely sustainable.

Packaging communication becomes more important

These findings underline the importance of making sustainability improvements visible and understandable. Brands may invest in recyclable materials, reduced material use or lower-impact formats, but the value of these changes can be lost if consumers cannot easily identify the benefits.

Clear on-pack communication, disposal guidance and recognised certifications can therefore play an important role in helping consumers distinguish between different packaging options and justify any price premium.

Support grows for targeted packaging measures

German consumers also expressed support for policy measures designed to reduce packaging waste. Around 37% supported bans on single-use packaging, while 35% favoured requirements aimed at reducing unnecessary empty space inside packs.

A further 25% said they would support extending deposit-return systems to additional product categories. The results suggest that consumers are open to regulatory intervention, particularly when measures are easy to understand and do not create significant inconvenience.

Sustainability must remain compatible with price and convenience

The study suggests that sustainable packaging can add value to products, but price remains a key constraint. Brands therefore face the challenge of improving environmental performance without creating a cost increase that consumers consider excessive.

For packaging producers and consumer goods companies, the findings reinforce the importance of combining material efficiency, recyclability and clear communication. As willingness to pay grows, particularly among younger consumers, sustainable packaging is becoming an increasingly important factor in product positioning and purchasing decisions.